Carl's Jr's Six Dollar Shift Finally Begins

Published: 15 December 2013

I was admiring the new Carl's Jr. commercial promoting their fresh-baked hamburger buns, not for the sexy girls and the pun on the word "buns" but for the subtle shift in product positioning that seems to finally be happening. I refer, of course, to the transition of the chain's large format burgers from the old Carl's "Six Dollar" moniker to the adoption of the Hardee's "Thickburger" label.

So what is Carl's Jr. actually doing? Ever-so-subtly phasing in the "Thickburger" name. Note in the commercial and in the web ad the use of the term "Six Dollar Thickburger." It's probably no longer much of a prediction but I will make it anyway: Carl's Jr. will drop the term "Six Dollar" from their menu in 2014. There is your first New Year's prediction.